MARKETING: The Freeze That Pleases

The first hot breath of summer is upon the
land, and with it has come a perennially deepening dementia that turns
otherwise lucid adults into drooling, lip-smacking lunatics, children
into chocolate-mustachioed gluttons and family dogs into insatiable
beggars. This year, more than ever before, they all scream for ice
cream.

Americans have always been afflicted with ice-creamania. Their per
capita consumption, currently at 30 pints a year and still counting,
has traditionally led the world. Though the invention of ice cream is
usually credited to the Emperor Nero,* it was the U.S....